ADVERTISING - 1e master Communicatiewetenschappen KULeuven
Uitgebreide samenvatting van het opleidingsonderdeel Advertising, gedoceerd door prof. Tim Smits.
13 hoofdstukken samengevat en notities erin vervat.
• Relevance of this course
o There is no difference in the advertising model of Facebook now or the
bussiness model of newspapers 100 years ago
o Most media share the same idea
• Fearless girl
o Statue on Wallstreet in New York
o Won the overall advertising price in Cannes
o It won because it got a lot of media attention
o They placed it one day and nobody knew what it was
o That was the campain à nothing
o It got attention because it was something unknown that just appeared
o Nobody knew the brand behind it and nobody cared about the brand
• Important effects for good advertising
o Cognitive
§ Knowing what the brand is about
o Effective
§ You should have warmer feelings towards the brand after being
exposed towards the brand
§ If you don’t feel positive about the brand, you won’t buy it
o Behavioral
§ You want people talking about your brand to other people
• An advertising crisis
o Campaigns do not focus on these 3 important effects for your ad
o Less real branding campaigns
o Big agencies decide to not attend the big awards anymore
o Big consultancy firms like Deloitte are buying their way into advertising
§ A shift from pitching towards analytic thinking from consultancy
companies that are not specialised within this domain
§ Nowadays they are starting to dominate the field
1
,HOOFDSTUK 1: SETTING THE SCENE & MARCOM BASICS
• How big should your logo be?
o Quite big
o It’s the most important thing for a brand
o It’s a trigger
1.1. Marcom mini course
• Marcom media and tools
Above-the-line Paid media Mass media ads (TV, internet,
radio,…)
Specialized media ads (magazin,
movie, blogs,…)
Outdoor advertising (billboards,
train station,…)
Below-the-line Sponsorships
Influencers
POP marketing
Owned media Direct marketing
Sales
Trade fairs, webcasts,…
Brand websites, fan pages, own
social media,…
Earned media Word-of-mouth
• Marcom stakeholder groups
o Media
§ Need advertisers for revenue
o Consumer
o Advertiser
§ Need media to reach consumers
o Actions from one group can effect both
§ Example: consumer using adblockers à media are getting less money
and advertisers lose a way of reaching you
§ Example: dissatisfied customers can blame the medium and/or the
advertiser
• Branding
o A longterm strategic perspective on how to build, grow and maintain your
brand value
o Marcom should always serve the brand strategy
o What are we aiming for in the end? A campaign should fit that strategy
• Campaign
o A strategically planned chronology and collectionof marcoms with a common
creative appeal (integrated type of marketing) and an appropriate
communication strategy and budget planning per medium
2
,Two dynamics: reach vs relevance
Elaboration Likelihood Model
• People have 2 systems of thinking
o System 1: your automatic thinking
o System 2: conscious system à you truly think about it
§ When you have enough motivation for it
§ When you have enough capacity to think about it
§ When you have enough time
Predominant in the advertising industry
• Reach
o Hardly noticed peripheral cues affect us, certainly when repeated over and
over again
o Reach is the biggest part of advertising
• Relevance
o The best way to make consumers attentive of your message is to make it
relevant
o This will make them cognitively involved in the message
• An ad is a good ad when people pay attention to it
• Relevance is a important cue for the processing en persuasing aspect of the ad
o Without relevance there is only ‘reach’
Two important pittfalls
• When aiming for eyeballs
o You are typically satisfied with low involvement, peripheral processing
o Do not forget to use appropriate peripheral cues to lift your ad effect
• When aiming for relevance
o You’ll use all kinds of tricks to increase the odds of high involvement, central
processing
o Do not forget to make sure the attitude effect is positive
Summary
3
, 1.2. The ‘theory’ behind advertising
Hierarchy of effects
• Linear evolution from cognitive effects over affective to behavioral effects
o A hierachy in the effects: cognitive – affective – behavioral
o Examples: AIDA, DAGMAR,…
o Later refinded into different hierarchies such as the Foote-Cone-Belding grid
Funnel metaphor
• Still used extensively
• Can partly explain the continued focus on eyeballs as a marcom goal
• Hierarchy of effects models
o Are still useful as a media mix metaphor
o Have little proven academic value
o Are still used, because sometimes they are easy to sell
o Academically, they are replaced by attitude models (ex. ELM)
1.3. Don Schulz: the future of advertising
• Advertising was already a process for sellers 100 years ago
o Sellers were trying to attract the attention of potential customers
o The term advertising has fractionalized into a host of seemingly more specific
but commonly marketer-generated topics, issues and activities
o At the same time it seems that consumers have aggregated all of these terms
into one term advertising / promotion
• Don Schulz prefers to subsume ‘advertising’ under the wider umbrella of ‘marketing
communications’
o We stick to ‘advertising’
§ Paid-for, non-personal communication delivered through a mass
medium and with an identifiable source
• Despite its tradition, little progress seems to be perceived in the field
o There is a lack of truly measurable results or acountability
o Although this is the case, the advertising spending keeps going on
4
Les avantages d'acheter des résumés chez Stuvia:
Qualité garantie par les avis des clients
Les clients de Stuvia ont évalués plus de 700 000 résumés. C'est comme ça que vous savez que vous achetez les meilleurs documents.
L’achat facile et rapide
Vous pouvez payer rapidement avec iDeal, carte de crédit ou Stuvia-crédit pour les résumés. Il n'y a pas d'adhésion nécessaire.
Focus sur l’essentiel
Vos camarades écrivent eux-mêmes les notes d’étude, c’est pourquoi les documents sont toujours fiables et à jour. Cela garantit que vous arrivez rapidement au coeur du matériel.
Foire aux questions
Qu'est-ce que j'obtiens en achetant ce document ?
Vous obtenez un PDF, disponible immédiatement après votre achat. Le document acheté est accessible à tout moment, n'importe où et indéfiniment via votre profil.
Garantie de remboursement : comment ça marche ?
Notre garantie de satisfaction garantit que vous trouverez toujours un document d'étude qui vous convient. Vous remplissez un formulaire et notre équipe du service client s'occupe du reste.
Auprès de qui est-ce que j'achète ce résumé ?
Stuvia est une place de marché. Alors, vous n'achetez donc pas ce document chez nous, mais auprès du vendeur yonivermeire. Stuvia facilite les paiements au vendeur.
Est-ce que j'aurai un abonnement?
Non, vous n'achetez ce résumé que pour €8,99. Vous n'êtes lié à rien après votre achat.
